Role of branding tools in business competitiveness

The article is theoretical and devoted to the role of branding as the most effective driver of business competitiveness. The article presents the results of the author’s vision of the role of branding in the general concept of competitiveness enterprises and organizations, taking into account the relationship of economic agents, explains the system of branding metrics and their role in the formation of competitive advantages and assessments of the competitiveness of enterprises. The functioning of a brand as a tool for increasing the competitiveness of an organization depends on the strategy used by the enterprise for managing a portfolio of product brands, the specifics of the construction of which, in turn, affects the brand of the company itself and is an emotional confirmation of the competitive advantages of the business. Obviously, due to the increased scientific interest in the study of branding, his theory does not have an exhaustive argument for the role of brands, analytical models of branding, which predetermined the problems of this scientific publication. The article also provides the author’s algorithm describing the analysis process in stages that set the logic of sequential assessment and interpretation of the brand position, built into the generalized assessment of the competitiveness of the enterprise, including the analysis of the brand perception formed among consumers under the influence of all market participants, analysis of the brand position achieved as a result of the formed representation, as well as the analysis of general indicators characterizing the place occupied by the brand in the market (in terms of competitiveness) and the influence of the formed position on the achievement of the company’s goals.